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TABLE TABLEOFOFCONTENTS CONTENTS 1. Innovation 1. Innovation 5. Objectives 5. Objectives 6. Research 6. Research 8. Opportunities 8. Opportunities 11. 11. Strategy Strategy

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13. 13. Creative Creative Rationale Rationale 14. 14. Communications Communications Model Model 16. 16. Creative Creative Executions Executions 31. 31. Budget Budget & Evaluation & Evaluation 32. 32. Appendix Appendix


NOTNOTALLALLINNOVATION INNOVATIONISISCREATED CREATEDEQUAL EQUAL RealReal innovation innovation is about is about creating creating novelnovel solutions. solutions.

RealReal innovations innovations are advances are advances that that havehave enhanced enhanced our lives our lives to the to point the point where where we cannot we cannot imagine imagine life without life without them. them.ey are ey the are ones the ones thatthat haven’t haven’t changed changed much much throughout throughout the course the course of history. of history. RealReal innovations innovations are the are ones the ones thatthat matter matter as much as much today today as they as they did when did when rst rst introduced introduced to society. to society.

15401540

THETHEINNOVATION INNOVATIONINCEPTION INCEPTION

Before Before embarking embarking on our on campaign our campaign to connect to connect Nissan Nissan withwith Multicultural Multicultural Millennials Millennials (MCMs), (MCMs), we needed we needed to understand to understand where where innovation innovation began, began, where where it it is, and is, and where where it’s going. it’s going.

We found We found out that out that the word the word innovation innovation is coined is coined fromfrom the Latin the Latin termterm innovatus, innovatus, meaning meaning renewal. renewal. Interesting, Interesting, but not but enough. not enough.

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WITH WITHTHETHEEXPLOSION EXPLOSIONOFOFINNOVATION, INNOVATION, WEWECAN CANNONOLONGER LONGERDEFINE DEFINEWHAT WHATISISMEANINGFUL MEANINGFUL

1962 1962

THETHEINNOVATION INNOVATIONCLICHÉ CLICHÉ

In 1962, In 1962, Professor Professor Everett Everett Rogers Rogers of Ohio of Ohio State State University University e overuse e overuse of the of the word word in media, in media, academia academia andand corporate corporate published published his seminal his seminal work, work, Di Di usion usion of Innovations, of Innovations, which which set oset o America America has has stripped stripped the the word word of any of any realreal meaning. meaning. David David Meerman Meerman a restorm a restorm of related of related research. research. Corporate Corporate America America embraced embraced the the Scott, Scott, author author of ofe New e New Rules Rules of Marketing of Marketing ! Public ! Public Relations, Relations, topic, topic, adopting adopting innovation innovation as aascorporate a corporate strategy. strategy. Its popularity Its popularity analyzed analyzed the the 711,123 711,123 press press releases releases distributed distributed by North by North American American continued, continued, andand today, today, Google Google search search results results on the on the word word innovation innovationcompanies companies in 2008. in 2008.e result? e result? Innovation Innovation waswas #1 on #1 the on the list list - with - with return return 401,000,000 401,000,000 search search results results in .14 in seconds. .14 seconds. a whopping a whopping 51,390 51,390 uses.uses. Innovation Innovation alsoalso shows shows up on up LinkedIn's on LinkedIn's “2011 “2011 ListList of the of the TopTop TenTen Most Most Overused Overused Buzzwords.” Buzzwords.”

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19911991

THETHEINNOVATION INNOVATIONPARADOX PARADOX

In 1991, In 1991, Business Business Week Week described described “Innovation “Innovation overload” overload” as the as the phenomenon phenomenon thatthat occurs occurs when when “otherwise “otherwise highly highly competent competent menmen andand women women are are driven driven to helpless to helpless frustration frustration by products by products around around them…(as) them…(as) newnew systems systems thatthat are are supposed supposed to make to make 1 work work more more e cient e cient often often do the do the reverse.” reverse.” A 11994 A 1994 study study in the in the Journal Journal of Consumer of Consumer Marketing Marketing discusses discusses the the implications implications of this of this for marketers, for marketers, stating stating thatthat consumers consumers havehave become become “cynical, “cynical,

confused, confused, andand frugal” frugal” duedue to the to the accelerated accelerated pacepace of new of new product product introductions. introductions.e study e study goesgoes on to onpoint to point out out thatthat thisthis leads leads to to reduced reduced decision-making decision-making capabilities capabilities on the on the partpart of the of the consumer. consumer. It also It also suggests suggests thatthat for the for the marketer marketer to successfully to successfully break break through through the the clutter, clutter, oneone should should position position the the product product as not as not the the “better “better mousetrap” mousetrap” but but the the better better option option for ful for ful llinglling wants/needs. wants/needs.

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THE THERACE RACETOTOINNOVATE INNOVATE When When we we asked asked MCMs MCMs about about innovation innovation in the in the automotive automotive category, category, they they identi identi ed ed thethe toptopve innovative ve innovative mid-price mid-price carcar 2 2 brands brands as Toyota, as Toyota, Ford, Ford, Honda, Honda, Nissan Nissan andand Chevy. Chevy.

have have incorporated incorporated innovation innovation andand technology technology directly directly intointo their their products, products, accessories, accessories, advertising advertising andand even even their their websites. websites.

Everyone Everyone is focusing is focusing on on being being innovative innovative andand creating creating their their own own Nissan Nissan believes believes they they have have claimed claimed innovation innovation in the in the automotive automotive version version of similar of similar technologies. technologies. market. market. ButBut in fact in fact all all carcar companies, companies, especially especially thethe competition, competition,

With With allall carcar companies companies grasping grasping forfor their their share share of of innovation, innovation, how how can can any any one one company company own own it?it?

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WHAT WHATYOU YOUASKED ASKEDUSUSTOTODODO According to the 2011 Nissan Annual Report’s Power Challenge, According to the 2011 Nissan Annual Report’s Power 88 88 Challenge, Nissan aims to achieve a global market share of 8% Nissan aims to achieve a global market share of 8% by by thethe endend of ofscalscal 2016. 2016. Among Among MCM MCM consumers, consumers, speci speci cally cally African African American, American, Hispanic Hispanic andand Chinese Chinese Millennials Millennials in the in the United United States, States, Nissan Nissan asked asked us us to: to:

Build Build awareness awareness Create Create lasting lasting favorability favorability

8% 8% Global Global Market Market Share Share byby 2016 2016 5.8% 5.8% Current Current Global Global Market Market Share Share 2.2% 2.2% Projected Projected Global Global Market Market Share Share Increase Increase by by 2016 2016

Increase Increase total total multicultural multicultural market market share share by by speci speci cally cally targeting targeting MCMs MCMs

Automotive Automotive Industry Industry

$100,000,000 $100,000,000

9%9%

$2,000,000,000 $2,000,000,000

Nissan Nissan gave gave us us a budget a budget of $100 of $100 million million to to Our Our campaign campaign willwill increase increase sales sales by by 9%9% is will is will in turn in turn increase increase market market share share achieve achieve these these goals. goals. within within thethe MCM MCM market market each each year year forfor thethe across across thethe MCM MCM target target andand provide provide a a next next four four years. years. combined combined total total of $2 of $2 billion billion over over four four years. years.

SALES SALESPROJECTIONS PROJECTIONS

Anticipated Anticipated increase increase of over of over eighteightcally cally thousand thousand cars, cars, speci speci from from MCMs. MCMs. e biggest e biggest percent percent increase increase willwill come come from from Chinese Chinese Americans. Americans.

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WHAT WHATMATTERS MATTERSTOTOMCMS MCMS “Although they areare better educated, more techno-savvy, andand quicker to to adapt than those who “Although they better educated, more techno-savvy, quicker adapt than those who have come before them, they refuse to blindly conform to traditional standards have come before them, they refuse to blindly conform to traditional standards andand time-honored institutions. Instead, they boldly ask,ask, ‘Why?’” time-honored institutions. Instead, they boldly ‘Why?’” 3 3 —— Eric Chester from “Employing Generation Why?” Eric Chester from “Employing Generation Why?”

WHAT WHATDEFINES DEFINESTHEM THEMINDIVIDUALLY INDIVIDUALLY

CHINESE CHINESEAMERICANS AMERICANS

AFRICAN AFRICANAMERICANS AMERICANS

HISPANIC HISPANICAMERICANS AMERICANS

Respectful of elders Respectful of elders

Individualism Individualism

Believing in themselves Believing in themselves

Career driven Career driven

Making a dia di erence Making erence

Independence Independence

Financially savvy Financially savvy

Challenging thethe status quoquo Challenging status

Ambitious Ambitious

Taking risks Taking risks

Hard work Hard work

Interested in collectivism Interested in collectivism cultures4,5 4,5

Curious about other Curious about other cultures

6

Style andand fashion Style fashion

6

Sacri ce7 ce7 Sacri

WHAT WHATDEFINES DEFINESTHEM THEMALLALLTHETHEMOST MOST Authenticity Authenticity Distrustful of advertising Distrustful of advertising Family unitunit Family Education Education Community Community Entrepreneurship Entrepreneurship Culture Culture Heritage Heritage Technology Technology

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WHAT WHATDEFINES DEFINESINNOVATION INNOVATION

Nissan wants to be as the most innovative carcar company in the world. WeWe surveyed 186186 MCMs andand theythey ranked Nissan fourth in in Nissan wants to known be known as the most innovative company in the world. surveyed MCMs ranked Nissan fourth terms of innovation. Here’s what elseelse theythey said: terms of innovation. Here’s what said:

WHAT WHATMCMS MCMSSAYSAYABOUT ABOUTNISSAN NISSAN bland bland

decent decent

reliable, but but reliable, nothing thatthat nothing stands out out stands

one one of the of the less less known known companies companies

MOST MOSTINNOVATIVE INNOVATIVEAUTOMOBILES AUTOMOBILES

a little too too a little average for me average for me are are for for people 35+35+ people

theythey needneed to to know howhow to to know promote better promote better

can’tcan’t remember remember commercials commercials

WHAT WHATINNOVATION INNOVATIONMEANS MEANSIN INAUTOMOBILES AUTOMOBILES

Our research included 550550 one-on-one Our research included one-on-one interviews, 186186 surveys, 100+ secondary interviews, surveys, 100+ secondary sources referenced, 15 15 brands audited sources referenced, brands audited andand 11 11 concepts tested. concepts tested.

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WHERE THERE’S INSIGHT, THERE’S OPPORTUNITY

Insight:

True innovation gets lost in the clutter because there is too much “innovation” being marketed and promoted.

Opportunity: Di erentiate Nissan from the competition by communicating how their innovations are the only ones that count because they make MCMs’ lives better.

8

Insight:

ere is a disconnect between how Nissan wants to be perceived in terms of innovation and how MCMs actually perceive the brand.

Opportunity:

Create a deeper connection between Nissan and the MCMs by rede ning innovation and the brand in terms the target can relate to.

Insight:

Despite their di erences, MCMs share the same important cultural values.

Opportunity:

Focus on messaging that incorporates these shared values while addressing di erences in media selections.


We knew we needed to look at innovation di erently – not from a product point of view, but from a customer point of view.

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e Innovation For All Campaign Evolution

Nissan talks about what innovation is.

Nissan talks about how innovation works.

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But Nissan never talks about why innovation is important. And Millennials want to know why. Never before has Nissan explained why innovation is so important to MCMs, not until now at least. Recently, innovation has come to stand for so many technologies; from the wheel to the new Facebook timeline. And now these MCMs are le struggling to decide what innovation even means anymore. In fact, when we asked what that word meant in a survey, they all replied with a textbook de nition. “Innovation” doesn’t speak to them in a personal or unique way anymore. So what does Nissan do with a problem like this? Nissan rede nes innovation on MCMs’ own terms; it rede nes innovation as advancements and technology that bene t, simplify, and ease their overcomplicated lives rather than adding more stress to them with chargers, updates, networks, and syncing. Our campaign positions Nissan as the automotive leader in innovation by de ning it not in terms of technology, but in terms of what is really important to MCMs.

So we knew this positioning strategy was sound, but we still needed to test the best way to say it.


CALLTHIS THISINNOVATIVE INNOVATIVERESEARCH RESEARCH WEWECALL the book e Wisdom the Crowds, Jim Surowiecki explains howcollective the collective knowledge In theInbook e Wisdom of theofCrowds, Jim Surowiecki explains how the knowledge and and predictive abilities of large diverse groups are most of experts. predictive abilities of large diverse groups are most oftenoften betterbetter than than thosethose of experts. We applied this research methodology testing concepts that revolved around the innovation We applied this research methodology whenwhen testing concepts that revolved around the innovation theme. We interviewed over 500 individuals and gave them each a $1,000 budget that theme. We interviewed over 500 individuals and gave them each a $1,000 budget that they they couldcould bet in any amount on any one or more of the concepts. ( is removes the bias from the testing.) bet in any amount on any one or more of the concepts. ( is removes the bias from the testing.) e participants “bet” on the concept they believed MCMs would respond most positively e participants “bet” on the concept they believed MCMs would respond most positively to. to. We tested eleven concepts; thefour top are fourshown are shown below. We tested eleven concepts; the top below. e results an overwhelming majority preferred “Innovation that matters.” e results showshow an overwhelming majority preferred “Innovation that matters.”

$90,775 $90,775

$61,270 $61,270 $51,005 $51,005

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$75,375 $75,375


CALLTHIS THISINNOVATION INNOVATIONTRANSLATION TRANSLATION WEWECALL Our advertising is respectful the Nissan and innovation but di veryerent di erent typical Our advertising is respectful of theofNissan brandbrand and innovation themetheme but very fromfrom typical car car advertising, making it stand out from the competition. Nissan’s current campaign, ourdo ads do advertising, thus thus making it stand out from the competition. Like Like Nissan’s current campaign, our ads not feature prices. Instead we drive MCMs the vehicle c landing get information. that information. not feature prices. Instead we drive MCMs to thetovehicle specispeci c landing page page to gettothat Our Our Look:Look: Consistent Nissan’s current Consistent with with Nissan’s current campaign, uses similar campaign, uses similar colorcolor backgrounds a clean, backgrounds and aand clean, contemporary and feel contemporary look look and feel

“inlab”: the lab”: “in the Setsthe upargument the argument Sets up that that Nissan innovations Nissan innovations are are cutting cutting edge edge

Technical Technical Term:Term: Represents Nissan technology Represents Nissan technology written in a way that di cult written in a way that is di iscult to understand to understand

Visual Recognition: Visual Recognition: Bene t dramatized by image Bene t dramatized by image

“onroad”: the road”: “on the e translation of innovation e translation of innovation that relates to the consumer that relates to the consumer bene t and includes one of bene t and includes one of the ve core models with the ve core models with that that feature feature

Nissan’s and Tagline: Nissan’s LogoLogo and Tagline: Rounded corners t perfectly Rounded corners t perfectly against the gutter and the against the gutter and the bottom the page; bottom of theofpage; easilyeasily able “innovation identiidenti able “innovation that that matters” tagline matters” tagline

Product Copy: Product Copy: Brief description Brief description of theof the innovation and what model innovation and what model it is it is available in, includes the available in, includes the URLURL to to drive tra c to a model speci c drive tra c to a model speci c landing page on nissanusa.com landing page on nissanusa.com

knew a creative idea, So So wewe knew wewe hadhad a creative idea, needed gure butbut wewe needed to togure out how to use it. out how to use it.

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AND HERE’S AND HERE’S HOW WEHOW DO WE IT DO IT COMMUNICATIONS COMMUNICATIONS MODEL MODEL

SHIFT SHIFT

ACCELERATE ACCELERATE

MEDIA PHASE MEDIA PHASE ONE ONE

MEDIA PHASE MEDIA PHASE TWO TWO

WeMCM shift the way MCM consumers think and about Nissan and We campaign accelerate the campaign throughwith engagement We shift the way consumers think about Nissan think Wethink accelerate the through engagement MCM with MCM about innovation. During phase, our objective As MCMs become they will encourage about innovation. During this phase, ourthis objective consumers. Asconsumers. MCMs become involved, they involved, will encourage their is to build awareness. Nissaninvolved and become involved as well. is to build awareness. friends to like friends Nissan to andlike become as well. is phase is all is phas building and a community and lasting favorability. about buildingabout a community lasting favorability.

can increase market we need to educate Phase MCMstwo launches Phase in two launches in Julyencouraging and is abouttwo-way encouraging two-way Before we can Before increasewemarket share, we needshare, to educate MCMs July and is about oninnovation what Nissan innovation truly means. We launch in April, communication. addrunning to the media running in phase one u on what Nissan truly means. We launch in April, communication. We add to the We media in phase one using campaign using high-reach media suited for frequency to sustain brand-building e orts. We of layer in a mix and front-loadand the front-load campaign the using high-reach media suited for frequency to sustain brand-building e orts. We layer in a mix creating and shifting perception. Our multimedia socialpromotion, media, event promotion, cause and geo-targ creating awareness andawareness shifting perception. Our multimedia social media, event cause marketing andmarketing geo-targeting, campaign high impact, brand-building media including so the will target willNissan get to on know Nissan on a more perso campaign combines highcombines impact, brand-building media including so the target market getmarket to know a more personal magazines, network and digital advertising. We also level. layer While in level. While paid impressions level o slightly during this pha magazines, network TV, and digitalTV, advertising. We also layer in paid impressions level o slightly during this phase, cable, TV, iAds, ads,AdWords and Google to towe continue interact the target social media cable, syndicated TV,syndicated iAds, Facebook ads, Facebook and Google to AdWords we continue interact withtothe targetwith through socialthrough media and surround with our campaign message. Overall,the ourresulting goal word the resulting word of mouth. surround our target withour ourtarget campaign message. Overall, our goal of mouth. to the reach 75%market. of the target market. is to reach 75%is of target

View our mediaView our media on page 31. schedule on pageschedule 31.

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RIVE DRIVE

tradealerships. c to Nissan more MCM consumers drive tra We c todrive Nissan Asdealerships. more MCMAsconsumers drive the lot, we our third objective, to increase ve cars o the lot,cars we oaccomplish ouraccomplish third objective, to increase market rket share and sales.share and sales.

MEDIA PHASE EDIA PHASE THREE THREE

Phase starts in continue to run advertising se three starts in three September. WeSeptember. continue toWe run advertising from and two tocampaign reinforce our campaign m phases one andphases two toone reinforce our theme. We theme. We regional to buy designed to generate plement thesupplement campaign the withcampaign a regionalwith buy adesigned generate tra cSeptember during June, and February c during June, andSeptember February 2014, some of 2014, the some of the highestfor sales forWe theutilize industry. Weand utilize hest sales periods theperiods industry. radio salesradio and sales promotion to drive our target to local dealerships motion to drive our target to local dealerships where they canwhere they can test drive the vehicle, interact with the team, and ultimately drive the vehicle, interact with the sales team, andsales ultimately a new thelaunch lot. We also launchinitiative a dealership initiative e a new cardrive o the lot. car Weoalso a dealership designed integrate our campaign theme at the retail level, thus gned to integrate ourtocampaign theme at the retail level, thus the brand experience. ancing theenhancing brand experience.

15

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SHIFT

MCMs are heavy magazine readers: African American index 171, Chinese American 122, Hispanic 1398. We launch in April with an attention-getting four-page gatefold in six magazines. e gatefold introduces our “rede ning innovation� strategy and sets the tone for the remainder of the campaign. is is the rst step necessary to shift the perception of MCMs.

Our headline is honest and will get readers to turn the page. Once they do, they will see copy that is surprising yet informative.

PRINT: MAGAZINE GATEFOLD

We run two di erent versions of the insert to speak to both sides of MCMs. One version, focused on product features, appeals to the rational side and runs in magazines such as Car and Driver, Wired, and Inc. e other version uses an emotional appeal and is shown in leisure magazines such as Game Informer, Entertainment Weekly, and InStyle. Each insert drives tra c to a vehicle-speci c landing page on nissanusa.com, giving us the ability to target magazine audiences with vehicles that match their lifestyles.

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PRINT: FULLFULL PAGEPAGE ADSADS PRINT: that reach three, ortwo, one of segments, allowing We continue to run full-page ads throughout the remainder of the of the thatallreach alltwo, three, or the onetargeted of the targeted segments, allowing We continue to run full-page ads throughout the remainder for greater coverage as well as the ability to target more selectively. campaign reinforcing our message while engaging the target with for greater coverage well as the ability to target more selectively. campaign reinforcing our message while engaging the target with focuses on one on of the vethe core ve models, and and witty, relevant print ads. Weads. runWe in 13 that relate ad focuses one of core models, witty, relevant print runmagazines in 13 magazines thattorelate to Each adEach e mix includes magazines includes a call to action. MCMs’MCMs’ lifestyles, and/or innovation. includes a call to action. lifestyles, and/or innovation. e mix includes magazines

Magazine Magazine Entertainment WeeklyWeekly Entertainment

Segment Segment AA/CA/HA AA/CA/HA

Index Index 171 / 131 171/ /114 131 / 114

InStyle InStyle Glamour Glamour Inc. Inc.

AA/CA/HA AA/CA/HA AA/CA/HA AA/CA/HA AA/CAAA/CA

129 / 140 129/ /117 140 / 117 121 / 129 / 120 121 / 129 / 120

AA/CAAA/CA AA//HA AA//HA

109 / 122 109 / 122

Car andCar Driver and Driver RollingRolling Stone Stone ESPN ESPN Game Informer Game Informer Jet

AA/HAAA/HA AA/HAAA/HA

126 / 192 126 / 192 105 / 129 105 / 129 214 / 138 214 / 138 175 / 126 175 / 126

AA

AA

791

791

Ebony Ebony

AA

AA

779

779

Lucky Lucky Wired Wired

CA

CA

276

276

CA

CA

200

200

Latina Latina

HA

HA

629

629

Jet

*all index numbers from MRI+ for each of for theeach segments *all indexare numbers are from MRI+ of the segments

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OUR ADS INNOVATION RELEVENT TO MCMS OURMAKE ADS MAKE INNOVATION RELEVENT TO MCMS We took at a look over twenty diinnovative erent innovative by Nissan and translated We took a look over at twenty di erent featuresfeatures o ered obyered Nissan and translated them into situations that MCMs could relate to in their everyday lives. e personality them into situations that MCMs could relate to in their everyday lives. e personality of the ads the match the personality and editorial of the magazines, thus having a of the ads match personality and editorial contentcontent of the magazines, thus having a stronger impact on the reader. For instance, more lighthearted ads run in magazines stronger impact on the reader. For instance, more lighthearted ads run in magazines such such as Entertainment and InStyle whilethought more thought provoking run in publications as Entertainment Weekly Weekly and InStyle while more provoking ads runads in publications like Wired and Inc. like Wired and Inc.

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BROADCAST BROADCAST

A mix of national,Asyndicated and cable television is cable used to Basketball Family Wives Guy. We ight ourGuy. TVWe buy to coincide mix of national, syndicated and television is used to Wives and Basketball and Family ight our TV buy to c promote the Nissan brand,the leveraging TV’s high impactTV’s and high withand when magazines newsstands and at households. promote Nissan brand, leveraging high impact high withhit when magazines hitarrive newsstands and arrive at househol reach characteristics. Our television advertising is primarily brandis primarily reach characteristics. Our television advertising brandvectorUsing Using clean imagery and colors also seen our print clean vector imagery andincolors also ads, seen in our print building and along with magazines, the perfect platform building and alongiswith magazines, is thetoperfect platform to :30 TV spots run :30 in selected programming targeted to MCMs. TV spots run in selected programming targeted to MCM launch our campaign. African AmericanAfrican Millennials are heavy TV launch our campaign. American Millennials areese heavy TV spots are simple but use a classic problem/solution advertising ese spots are simple but use a classic problem/solution adv viewers (index 129) so we (index heavy-up . viewers 129)onsoBET we 8heavy-up on BET8. approach. Each spot focusesEach on anspot innovation andanends with a and ends with approach. focuses on innovation

We run primarilyWe during the daypart that indexes benedramatizes t. e spots are fun, of are fun, spar run primetime, primarily during primetime, the daypart thattranslation indexes that dramatizes translationa that a bene t. spare e spots highest with our target (index ). We buy award hyperbole, honesthyperbole, and will appeal MCMs. highest with 136 our 8target (index 1368shows ). We buy award shows honesttoand will appeal to MCMs. popular with the target like thethe BET Hip like Hop the Awards popular with target BETand Hipthe Hop Awards and the Latin Grammys, and sports-oriented programming such as March such as March Latin Grammys, and sports-oriented programming Madness. For cableMadness. and syndication run on shows like Game, For cablewe and syndication we rune on shows like e Game,

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of network,ecable and syndicated programming allow for high reach andfor e high ectivereach and e ective mix of network, cable and syndicated programming allow y over thefrequency full twelve months. total ofmonths. 396 spots run resulting in 2,883 GRPs. in 2,883 GRPs. over the fullA twelve A total of 396 spots run resulting Network

309 Hip Hop Awards BET Hip Hop Awards

A’s

VMA’s

220

h Madness March Madness 218 Grammy’s Latin Grammy’s 198

s

mmy’s

rs

my’s

Cable

Network

Cable

Syndicated

Syndicated

BET309

BET

547

Two 547 and Half Man 175 Two and Half Man

175

VH1 220 MTV 218

VH1

216

How216 I Met Your Mother How I Met Your175 Mother

175

MTV

177

Judge177 Joe Brown Judge Joe Brown137

137

198 BRAVO 149 TNT

BRAVO

170

Family 170Guy

133

TNT

140

TBS

133

133

ESPN

132

132

Espy’s

149

Grammy’s

143

Oscars

140

TBS143 140 ESPN

Emmy’s

133

133

Family Guy

133

*all index numbers are from*all MRI+ index numbers are from MRI+

140

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DIGITAL STRATEGY DIGITAL STRATEGY

MCMs are heavyareusers of users the Internet. ey indexey onindex Internet News, are 42%are more likely to likely watchtoshows MCMs heavy of the Internet. on InternetMedia Daily Media DailyMillennials News, Millennials 42% more watch shows usage as usage follows: African Americans 135, Chinese Americans 249, on their laptops, so we layer in pre-roll spots on Hulu and YouTube. as follows: African Americans 135, Chinese Americans 249, on their laptops, so we layer in pre-roll spots on Hulu and YouTube. and Hispanic Americans 1098, so 109 we 8use ourthat our We buy We Google and Facebook ads throughout the course and Hispanic Americans , soads we on usesites ads that on sites buy AdWords Google AdWords and Facebook ads throughout the course target frequents, engaging them with rich media units that attract of the campaign as well, to leverage the MCMs’ propensity to target frequents, engaging them with rich media units that attract of the campaign as well, to leverage the MCMs’ propensity to attention. researchresearch cars online attention. carsbefore onlineshopping. before shopping. Traditional and online jointly maximize awareness, Every print, broadcast, banner and search sendsad MCMs Traditional andmedia onlinework media worktojointly to maximize awareness, Every print, broadcast, banner andadsearch sends to MCMs to engagement and eventually drive tra c to the dealerships. During a Nissan landing page based on the vehicle. According to KRC to KRC engagement and eventually drive tra c to the dealerships. During a Nissan landing page based on the vehicle. According phase one, adsone, run on thatsites correspond with thewith TV the TV Research, Millennials prefer toprefer compare auto products and services phase adsthe runsites on the that correspond Research, Millennials to compare auto products and services specials we purchased. Smaller rich media units run during the before going to the dealer. By driving them to the landing page, page, specials we purchased. Smaller rich media units run during the before going to the dealer. By driving them to the landing entire campaign on websites that re ect of our target, we connect them to them the resources they need andneed integrate our entire campaign on websites thatthe re lifestyles ect the lifestyles of our target, we connect to the resources they and integrate our including the websites of the magazines we purchased. According to campaign theme. including the websites of the magazines we purchased. According to campaign theme.

is leaderboard banner uses a uses a is leaderboard banner contextual and behavioral strategy strategy contextual and behavioral to reach to MCMs. reach MCMs.

Square pop-up such ads as this to bring life important innovative Squareads pop-up suchbring as this to life important innovative features like Nissan’s in cabin in aircabin ltration. Anyone who has who has features like Nissan’s air ltration. Anyone experienced “wet dog“wet smell” get this experienced dogwill smell” willad getright this away. ad right away.

e vehicleespeci page combines the innovation vehiclec landing speci c landing page combines the innovation that matters elements featuredfeatured and highlighted on that theme matterswith theme with elements and highlighted on nissanusa.com. nissanusa.com.

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is vertical uses richuses media is rectangle vertical rectangle rich media to demonstrate the futilethe attempt to demonstrate futile attempt to recover keys.car keys. e solution: to car recover e solution: Nissan’s Nissan’s Intelligent Key. Key. Intelligent


iADSiADS

MeetingMeeting the target the mobile with an with engaging ad makesad makes theintarget in thespace mobile space an engaging sense because MCMs are the most tech-savvy generation to date. to date. sense because MCMs are the most tech-savvy generation According to eMarketer, 37% of iPad 23%and of iPhone According to eMarketer, 37% owners of iPad and owners 23% of iPhone owners enjoy interactive advertising on their on devices. RunningRunning iAds iAds owners enjoy interactive advertising their devices. throughout the campaign reinforces our branding e orts. e orts. throughout the campaign reinforces our branding

GOOGLEGOOGLE ADWORDS ADWORDS

FACEBOOK ADS ADS FACEBOOK

We purchase targetedtargeted keywords that pertain automobiles, to gain to gain MCMs are heavyareusers of users Facebook. We use Facebook ads in ads in We purchase keywords that to pertain to automobiles, MCMs heavy of Facebook. We use Facebook traction traction as MCMs do research online before car shopping. ese ads the targeted DMAs throughout the campaign. We run vehicleas MCMs do research online before car shopping. ese ads the targeted DMAs throughout the campaign. We run vehicledrive MCMs to nissanusa.com, and the landing page for the speci c speci c ads year round, and add in promotion-speci c ads drive MCMs to nissanusa.com, and the landing page for the speci c speci c ads year round, and add in promotion-speciat c ads at vehicle researched. certain times as times well. as well. vehicle researched. certain

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ACCELERATE ACCELERATE

According to e Pewto Research report, Millennials: Con dent. Connected. According e PewCenter’s Research Center’s report, Millennials: Con dent. Connected. Open to Change, of social media site users classi Millennials. In Open 75% to Change, 75% of social mediaaresite usersed areasclassi ed as Millennials. In phase two, phase we implement tactics to encourage communication resulting inresulting in two, we implement tactics to two-way encourage two-way communication lasting favorability for the Nissan brand. tactics will also drive lasting favorability for the Nissanese brand. ese tactics willconsideration; also drive consideration; MCMs become more connected Nissan which reduces thereduces desire tothe dodesire to do MCMs become more to connected to Nissan which comparisoncomparison shopping. shopping.

TWITTER TWITTER

According to Edison Research, 42%nearly of Twitter are users are According to Edisonnearly Research, 42%users of Twitter African American or Hispanic American. Twitter users are also African American or Hispanic American. Twitter users are also twice as likely to as follow brand compared other social network twice likelya to follow a brandto compared to other social network users. We use Promoted Trends and Tweets to reinforce our users. We use Promoted Trends and Tweets to reinforce our campaign theme whiletheme increasing campaign while favorability. increasing favorability.

#InnovationTranslation launches atlaunches the end of oneofto involve #InnovationTranslation at phase the end phase one to involve MCMs with the brand, setting up phase two of Acceleration. MCMs with the brand, setting up phase two of Acceleration. According to eMarketer, trendswhen and trends tweets and are promoted According to when eMarketer, tweets are promoted simultaneously, the response rate increases from 3-5% to 7-10%, simultaneously, the response rate increases from 3-5% to 7-10%, creating a more engaging experience. We purchase this Promoted creating a more engaging experience. We purchase this Promoted Trend and Promoted twiceTweet a month fora two months andmonths and Trend andTweet Promoted twice month for two tweet a newtweet tech aphrase encouraging users to translate it translate using it using new tech phrase encouraging users to #InnovationTranslation. #InnovationTranslation.

VERSAVERSA SCVNGR TREK TREK SCVNGR

Partnering Partnering with SCVNGR, we send MCMs in our targeted 10targeted 10 with SCVNGR, we send MCMs in our DMAs on aDMAs scavenger for a Nissan Versa. Nissan’s biggest on atrek scavenger trek for a Nissan Versa. Nissan’s biggest competitiors have successfully engaged theengaged target inthe this mobile competitiors have successfully target in this mobile space, so tospace, steal market share, Nissan mustNissan createmust an engaging so to steal market share, create an engaging presence there as well. Ourastrek campaign as theme as presence there well.integrates Our trekthe integrates thetheme campaign participantsparticipants are sent to places for their innovation around are sentknown to places known for their innovation around the city for the their clues. Whoever nishes the SCVNGR trek rst trek rst city for their clues. Whoever nishes the SCVNGR wins the Nissan Versa. wins the Nissan Versa.

FACEBOOK EVENTEVENT LAUNCH FACEBOOK LAUNCH

We promoteWe our events using Nissan’s current Facebook promote our events using Nissan’s currentpage, Facebook page, giving MCMs a place to talk about connectand with giving MCMs a place to the talkevents about and the events connect with other MCMs. ByMCMs. adding speci c event pages for the Nissan other By adding speci c event pages for the Nissan Innovation Innovation Tour, threeTour, festival sponsorships and the Innovation for three festival sponsorships and the Innovation for Good causeGood marketing, we allow visitors to see detailed information cause marketing, we allow visitors to see detailed information about each about event, each RSVP and RSVP share itand withshare others. event, it with others.

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24


CMs value community and culture,and which is often represented environment. According to a study by 89% USA, of MCMs MCMs value community culture, which is often represented environment. According to Images a study USA, by Images 89% of MCMs rough music. We launch the launch Innovation at Matters Music are likely toare switch one brand another second brand through music. We the Innovation at Matters Music likelyfrom to switch from to one brand iftothe another if the second brand our duringTour Julyduring and August 2013 in each of our targeted DMAs. is associatediswith a goodwith cause, giving Nissan a chance July and August 2013 in each of our targeted DMAs. associated a good cause, giving Nissantoaincrease chance to increase market share at theshare competition’s expense. expense. market at the competition’s We partnerWe with Reverb, a non-pro management company company partner with Reverb, ta tour non-pro t tour management

at “greens” festivals. Reverb’s brand reaches 14.5reaches million14.5 fans, Brand installations at each concert willconcert featurewill the feature the that “greens” festivals. Reverb’s brand million fans, Brand installations at each ostly Millennials, allowing Nissan to connect with MCMs in ve core models, promoting the opportunity to mostly Millennials, allowing Nissan to connect with MCMs in ve core models, promoting the opportunity to eir communities while embracing passion for passion music and the sweepstakes to win one to of win the cars. their communities while their embracing their for the music enter and the enter the sweepstakes one of the cars.

J ColeJ Cole

Mr. Pauer Mr. Pauer

Leehom Wang Wang Leehom

is about being yourself, identify with your with your “Live passion andpassion pursue and it inpursue it in “Authenticity “Authenticity is about being yourself, “It is important “It is to important to identify “Live in adoing unique country of origin.” education and career.”and career.” being real, and a unique way.” beingdoing real, itand it inway.” country of origin.” education

First rapperFirst signed to Jay-Z’s rapper signed to Jay-Z’s 9 record label,record Roc Nation label, Roc Nation9

Musical innovator, of acreator of a Musical creator innovator, new musicalnew style “electropico,” musical style “electropico,” 10 a fusion of musical a fusion genre of musical genre10

Chinese-American innovator, innovator, Chinese-American merging Chinese elements merging Chinesewith elements with hip-hop andhip-hop R&B11and R&B11

ESTIVAL FESTIVAL SPONSORSHIP SPONSORSHIP

We sponsorWe three majorthree cultural events throughout the year to the year to sponsor major cultural events throughout tablish anestablish engaginganbrand presence among MCMs. In MCMs. total, theIn total, the engaging brand presence among vents attract overattract 3 million More importantly, each events overmulticulturals. 3 million multiculturals. More importantly, each vent directly relates to our target’s cultures. event directly relates to our target’s cultures.

New York City New York City

San Francisco San Francisco

Miami

Miami

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25


INNOVATION FOR GOOD IS INNOVATION MATTERS INNOVATION FOR GOOD IS INNOVATION THATTHAT MATTERS to Innovation at Work:Nonpro HelpingtsNonpro ts Raise thepro t organizations pro t organizations Nissan will support. is tactic creates lasting AccordingAccording to Innovation at Work: Helping Raise the Nissan will support. is tactic creates lasting Bar on Ingenuity, a sharedfor passion a cause foster a strong favorability by supporting the organizations Bar on Ingenuity, a shared passion a causeforcan fostercan a strong favorability for NissanforbyNissan supporting the organizations that are that are personal relationship a brand and its targetWe market. We toTo MCMs. To raise awareness of this initiative personal relationship between abetween brand and its target market. importantimportant to MCMs. raise awareness of this initiative we reach we reach launch the Innovation Good cause marketing out to automotive, innovation socialbloggers activist such bloggers launch the Innovation for Goodfor cause marketing initiative,initiative, which which out to automotive, innovation and socialand activist as such as rewards non-pro t organizations using innovative ways to further CauseWired, Autopia and Innovation rewards non-pro t organizations using innovative ways to further CauseWired, Autopia and Innovation Excellence.Excellence. their missions. We letnominate MCMs nominate andwhich choose which nontheir missions. We let MCMs and choose non-

MCMs createexplaining a video explaining why the Non-pro t organization MCMs thevote country vote favorite for theirorganization favorite organization then MCMs create a video why the Non-pro t organization MCMs across theacross country for their then they are nominating is innovative andtheir upload their video to Nissan’s Nissan surprises the organization winning organization withtomoney to continue they are nominating is innovative and upload video to Nissan’s Nissan surprises the winning with money continue their innovation YouTube YouTube Channel.Channel. their innovation for good. for good.

AUDIENCE YOUTUBEYOUTUBE AUDIENCE

59.3% Asian / Paci c Islanders 59.3% Asian / Paci c Islanders

50.3%Americans African Americans 50.3% African

59% Hsipanic Americans 59% Hsipanic Americans

*all statistics *all statistics from YouTubefrom YouTube

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OF TOMORROW TAXITAXI OF TOMORROW

In lateNissan 2013, will Nissan willexclusive be the exclusive taxi ofTo NYC. To capitalize dollar donation local charities, up to $250,000. e targeted n late 2013, be the taxi of NYC. capitalize dollar donation to local to charities, up to $250,000. e targeted we created new taxi Nissan taxi application. mobile application. It charitiescharities local schools charter focusing schools focusing math, and science and on this, on wethis, created the newthe Nissan mobile It are localare charter on math,onscience combines convenience withmarketing, cause marketing, ering Nissan technology technology such as Archimedes Academy forScience, Math, Science, & ombines convenience with cause o eringoNissan such as Archimedes Academy for Math, & the opportunity build relationships with MCMs Technology Applications in theand Bronx and Harlem Village Academy. he opportunity to buildtorelationships with MCMs throughthrough Technology Applications in the Bronx Harlem Village Academy. involvement local community. e appa shows nvolvement with thewith localthe community. e app shows Globala GlobalTo create Toawareness create awareness of our we piggyback on Nissan’s of our taxi app,taxi we app, piggyback on Nissan’s Systemmap (GPS) map withdots green dots representing PositionPosition System (GPS) with green representing availableavailable campaign to announce the arrival of the new taxis. also reach campaign to announce the arrival of the new taxis. We alsoWe reach abs forcabs usersfor to users call. to call. out to technology and NYC lifestyle bloggers such as Mashable, Inc, out to technology and NYC lifestyle bloggers such as Mashable, Inc,

When appatocab, hailNissan a cab, matches Nissan matches Gothamist and Gawker. When you use you this use appthis to hail your oneyour one Gothamist and Gawker.

insert thattonets of thethe tone of the campaign We insertWe copy thatcopy ts the campaign and reads:and reads: help a school Save yourSave arm,your helparm, a school To how, nd out how, download our taxi app at nissanusa.com/taxiapp To nd out download our taxi app at nissanusa.com/taxiapp

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DRIVE DRIVE

We executeWe a regional executecampaign a regionalincampaign the 10 DMAs in thethat 10 DMAs that have the largest have concentration the largest concentration of one or more of one of the or more of the targeted segments. targeted segments. e regional buy e regional kicks obuy during kicks o during phase three,phase and isthree, designed and is todesigned generate to tragenerate c for the tra c for the local dealerships. local dealerships. Successful implementation Successful implementation will result will result in increasedinMCM increased market MCM share market for Nissan. share for Nissan.

REGIONALREGIONAL RADIO RADIO

We utilize radio We utilize advertising radio advertising in our targeted in our DMAs targeted during DMAs peakduring peak targeted segments. targetedWe segments. buy spots Weduring buy spots morning during and morning afternoon and afternoon sales times to sales drive times consumers to drive into consumers local dealerships. into local dealerships. e spots e spots drive time to drive reach time thetotarget reachasthe they target driveastothey anddrive fromtowork. and from To work. To reinforce our reinforce strategyour andstrategy also support and also thesupport consumer thepromotions consumer promotions deliver the African deliver the American Africanand American Hispanic andAmerican Hispanicsegments, Americanwe segments, w we run. Dealers we run. have Dealers the option have to theinsert option a tag to insert at the aend tagofatthe the end ofutilize the threeutilize di erent three formats. di erent Toformats. connect To with connect Chinese with Americans, Chinese American script to customize script tothe customize spot by the locality. spot by Welocality. run on We the top run three on the top three we run on Chinese-speci we run on Chinese-speci c radio stations c radio likestations KALI-FM like 106.3 KALI-FM in 106.3 in 12 stations in each stations DMA in each that deliver DMA that the largest deliver concentrations the largest concentrations of our Los of Angeles. our Los Angeles.12

N YC

SAN FRANSAN FRAN

CHICAGO CHICAGO

PHILLY PHILLY

DC LA

LA DFW

DFW

N YC

DC

HOTLANTAHOTLANTA MIAMI MIAMI

HOUSTONHOUSTON

*all percentages and *allgenres percentages from SRDS and genres and Arbitron from SRDS and Arbitr

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SALESSALES PROMOTION PROMOTION

HE FIRSTTHE 1,000 FIRST MILES 1,000 AREMILES ON USARE ON US

apidly rising Rapidly gas prices risingare gasa prices ectingare MCMs a ecting particularly MCMs particularly hard. hard. of gasoline exponentially of gasoline exponentially increases theincreases cost of most the cost activities of most foractivities for We proposeWe a dipropose erent customer a di erentincentive customerthat incentive addresses thatthis addresses issue this MCMs issue including MCMs including nding a jobnding or getting a jobtoorwork. getting to is promotion work. is promotion hile tyingwhile back to tying ourback campaign to ourtheme. campaigne theme. 1,000 milee 1,000 road trip mile road runstrip nationally runsand nationally di erentiates and di Nissan erentiates fromNissan the competition from the competition who who omotion pays promotion for thepays rst for 1,000 the miles rst 1,000 worthmiles of gasworth for every of gas new for every o ernew price–o o erdeals price–o and rebates. deals and As gas rebates. prices Asrise, gas this prices promotion rise, this promotion issan purchased. Nissan purchased. According to According Generation to Generation Opportunity,Opportunity, the cost the becomes cost more becomes valuable more andvaluable is innovation and is innovation that matters. that matters.

HE MILESTHE FORMILES MILESFOR MILES RADE PROMOTION TRADE PROMOTION

s a way toAs integrate a way to theintegrate 1,000 mile the 1,000 mile romotion with promotion the Nissan with sales the Nissan force, sales force, ach time aeach salestime associate a sales sells associate a new sells a new issan to anNissan MCM, to he/she an MCM, receives he/she receives 000 miles1,000 as well. mileseasdiwell. erenceeisdithat erence is that heir miles will theirbemiles in points, will beand in points, add and add p as they sell up as more theyNissans sell more to compete Nissans to compete gainst other against sales associates other salesacross associates the across the ountry. country. is competition is competition encourages encourages les associates salestoassociates sell moreto cars selland more “gocars and “go he extra mile” the extra to earn mile” prizes. to earn prizes.

We customized We customized this ad to make this ad it speci to make c it speci c the sales to promotion the sales and promotion drive tra andcdrive to tra c to he landingthe page landing and dealerships. page and dealerships.

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DEALERSHIP EXPERIENCE DEALERSHIP EXPERIENCE

According eld Research, Millennials believe establish their level of knowledge in terms of maki According to Wake eld Research, 67%toofWake Millennials believe 67% of establish their level of knowledge in terms of making a car purchase buying a car is one of the most purchases they make. andtoalso their lifestyles to suit the core model(s) buying a car is one of the most intimidating purchases theyintimidating make. and also match their lifestyles the match core model(s) that best study states that overprefer 60% of Millennials would prefer are given them. Salestoassociates are givenso access e study also states that over e60% of also Millennials would them. Sales associates access this information, they to this infor “resources suchon as the web-enabled on the showroom better serve the customers. diverse needs “resources such as web-enabled computers showroomcomputers can better serve the diverse can needs of the MCM Notof the MCM cus oor and self servicewe touch screens.” erefore, we recommend this makewith MCMs more comfortable wit oor and self service touch screens.” erefore, recommend only does this make MCMsonly moredoes comfortable the process, integrating the campaign at the dealership level with signage but it alsofor creates lasting integrating the campaign theme at the dealership leveltheme with signage but it also creates lasting favorability Nissan, as a favorability brand that for Nissan, as and digital equipping dealerships with digital so that MCMs feel theirunderstands and meets their cutomers’ needs. and equipping dealerships with kiosks so that MCMs feel kiosks understands and meets cutomers’ needs. empowered. roughkiosks a series of questions, these kiosks more empowered. rough more a series of questions, these

is interactive terminal customers is interactive terminal lets customers select featureslets that are mostselect features that are most to them and gives recommendations important to them and givesimportant recommendations to which cars align with to which cars align with their lifestyle and needs. their lifestyle and needs.

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SCHEDULE

Each color represents a media category. Months with heavy Each color represents a media category. Months with heavy multimedia activity have the most colors and coincide with periods multimedia activity have the most colors and coincide with periods of high sales activity in the automotive of high sales activity in the automotive industry. Additional local industry. Additional local media supports events, sponsorships media supports our events, sponsorships andour cause marketing e orts.and cause marketing e orts.

BUDGET EVALUATION & BUDGET

A administered pre and post survey willattitudinal be administeredClicks to gauge attitudinal Clicks banner, Facebook and cGoogle AdWords to speci c rvey will be to gauge from banner, Facebook andfrom Google AdWords to speci changes pertaining to Nissan and the term innovation. Visits landing pages on the Nissan website will be tracked through g to Nissan and the term innovation. Visits landing pages on the Nissan website will be tracked through to Nissan’s website as well as interaction with their social media cookies to see interaction with the website e as well as interaction with their social media cookies to see interaction with the website throughout the research throughout the research channels will be evaluated to see spikes in tra c and engagement. increases sales valuated to see spikes in tra c and engagement. process. Lastly, increases in process. sales andLastly, dealership visitsinwill beand dealership visits will be Blue n Labs will be used to conduct robust social listening to measured to show campaign e ectiveness. be used to conduct robust social listening to measured to show campaign e ectiveness. measure changes in sentiment surrounding the Nissan brand. in sentiment surrounding the Nissan brand. Medium

Medium Television

s

Impressions

Impressions

$44,249,236.00

2,205,354,000

2,205,354,000

Magazine

$15,729,770.20

$15,729,770.20

302,121,728

302,121,728

Banner

$ 1,170,000.00

$ 1,170,000.00

3,634,031,772

3,634,031,772

YouTube

$

825,000.00

$

825,000.00

1,031,250

1,031,250

Twitter

$

600,000.00

$

600,000.00

6,200,205

6,200,205

$ 1,500,000.00

$ 1,500,000.00

2,586,207

2,586,207

Google AdWords

$ 1,500,000.00

$ 1,500,000.00

1,209,677

1,209,677

iAds

$ 1,500,000.00

$ 1,500,000.00

750,000

750,000

$ 9,141,235.92 at Matters Tour $10,000,000.00

$ 9,141,235.92

373,968,732

373,968,732

$100,000,000.00 6,527,253,571

6,527,253,571

FaceBook

Nissan Innovation at Matters Tour Giveaway SCVNGR Versa Giveaway

on

$10,000,000.00

160,000.00

$

160,000.00

$

200,000.00

$

200,000.00

Taxi for Tomorrow

$

250,000.00

$

250,000.00

Innovation for Good

$

100,000.00

$

100,000.00

Gas Gift Cards

$

250,000.00

$

250,000.00

Festival Sponsorship

$

500,000.00

$

500,000.00

n

Trade Promotion

ow

ship

Cost $44,249,236.00

Radio

Good

Cost

$

Production

$ 7,000,000.00

$ 7,000,000.00

Contingency

$ 5,324,757.88

$ 5,324,757.88

Total

$100,000,000.00

31

31


Appendix Appendix (In Order (In of Appearance) Order of Appearance) Everett Rogers: Everett DiRogers: DiInnovations usion of usion of Innovations Google Google New Rules e New of Marketing Rules of Marketing & Public Relations & Public Relations David Meerman David Meerman Scott: e Scott: LinkedIn LinkedIn 1 Journal of1Journal Consumer of Consumer MarketingMarketing Nissan Annual Nissan Report Annual Report 2 2 GMI GMI 3 Deloitte 3Deloitte 4 4 Phoenix Multicultural Phoenix Multicultural 5 5 IW, GroupIW, Inc.Group Inc. 6 6 Images USA Images USA 7 7 Loretta Marketing Loretta Marketing Group Group e WisdomeofWisdom the Crowds of the Crowds Jim Surowiecki: Jim Surowiecki: 8 8 MRI+ MRI+ Vista Reports Vista Reports Starch Reports Starch Reports Media Daily Media News Daily News KRC Research KRC Research eMarketereMarketer e Pew Research e PewCenter Research Center Edison Research Edison Research Reverb Reverb 9 9 Jcolemusic.com Jcolemusic.com 10 10 mrpauer.com mrpauer.com 11 11 homsweethome.com homsweethome.com GuideStar GuideStar YouTube YouTube Defakto Defakto e New York e New Times York Times Mashable,Mashable, Inc. Inc. GothomistGothomist Gawker Gawker Arbition Arbition Generationopportunity,org Generationopportunity,org Wake eld Wake Research eld Research e Nielson Company e Nielson Company Hispanic Marketers Hispanic Marketers Guide to Cable Guide to Cable 12 Standard12Rate Standard & Data Rate Services & Data(SRDS) Services (SRDS) NCC Multicultural NCC Multicultural e Noun Project e Noun Project

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andlelight Candlelight Communications Communications hnson &Johnson Wales University & Wales University

ephanie Stephanie Amaral Amaral oira Callahan Moira Callahan ob Erskine Rob Erskine renda Florez Brenda Florez atie Harrington Katie Harrington yan Healey Ryan Healey ianna Joseph Gianna Joseph ichelle Kawas Michelle Canales Kawas Canales Will Kelleher Will Kelleher licia LeiteAlicia Leite aul LiottaPaul Liotta rah Lister Sarah Lister y Liu Joy Liu aina Milici Elaina Milici onor Mitchell Conor Mitchell deola Oyedele Adeola Oyedele race Peterson Grace Peterson hristie Pietila Christie Pietila ephanie Stephanie Piperis Piperis ae RosenRae Rosen achel Ross Rachel Ross icia Spring Tricia eldSpring eld nna SteelAnna Steel Wesley Sweeney Wesley Sweeney ydia errien Lydia errien auren Turner Lauren Turner atherine Katherine Vreeland Vreeland ssica Whittaker Jessica Whittaker mantha Samantha Wilber Wilber ouawah Houawah Xiong Xiong

Advisors Advisors Oscar Chilabato Oscar Chilabato Christine Ure Christine Ure

Special

anks Special

anks

Folu Akinkuotu Folu Akinkuotu Juan Alvarado Juan Alvarado Tom NolanTom Nolan Ryan BarryRyan Barry Jack Burtch Jack Burtch GMI GMI Dr. David Dr. Mitchell David Mitchell Joanne Galenski Joanne Galenski Patricia Fisher Patricia Fisher Linda Hatch Linda Hatch Donna LaPorte Donna LaPorte Neal Manchester Neal Manchester DES Printing DES Printing Tom Monahan Tom Monahan Dulani HillDulani Hill Jameela Holloway Jameela Holloway Danielle Perez Danielle Perez Devin Rainone Devin Rainone


Innovation that matters

NSAC - Nissan  

The National Student Advertising Competition is held annually, and is sponsored by a client who provides a case study outlining the history...